What Coolio did next

Hanging out with Coolio offers a fascinating glimpse into the life of the middle-ranking celebrity. Without a hit since ‘C U When U Get There’ stormed the charts on both sides of the Atlantic four years ago, the Los Angeles rapper has since drifted into that entertainment industry twilight zone of reality TV programmes (he recently emerged victorious on Celebrity Boot Camp), movie cameos (he has a small role in the upcoming comic book adaptation Daredevil – he forgets who the director was), and almost surreally incongruous chat-show appearances (after our interview, the singer is booked to appear on Open House).

But leaving aside a few slightly dodgy career choices, Coolio in person is an engaging interviewee. Despite a decidedly odd start to our conversation – Coolio turns up 40 minutes late, and spends the first few minutes composing a rap over the lounge music piping thorough the hotel foyer’s PA system – he soon settles into interview mode and gives me his undivided attention. I start by mentioning his recent performance for UN peacekeeping troops in the Balkans.

“Well, the troops were homesick man, y’know?” Coolio recalls. “But it was a weird thing performing before a bunch of guys. Guys tend not to get excited as women do during the shows. And the other thing about it is that if any of your songs have sexual innuendo, the vibe can get pretty weird. People tend not to be comfortable during those moments.”

One aspect of his life Coolio certainly seems to be comfortable with is doing charity work. An asthmatic himself, the rapper is a spokesperson for the Asthma & Allergy Foundation, as well as being an honorary director of the Heritage Begins Within Foundation. Why is he so compelled to get involved with these organisations?

“I come from very humble beginnings,” says Coolio. “My mother was a factory worker, my stepfather was a postal worker and my real father was a convict. And when I was 11, my stepfather and mother divorced, and believe me, it got pretty rough around that time. So I just believe that no matter where you come from and what your beginnings are, if you are of the mindset that you wanna do something with your life, you can do it as long as you can attain some kind of education.”

Do you have to be ruthlessly successful to succeed in the entertainment industry?

“Yes,” comes the immediate answer, Coolio peering at me over the top of his sunglasses. “Being in this business is like swimming in a pool of sharks. You can’t be a pike. Even as vicious as barracuda is, it wouldn’t survive. A school of barracuda would get eaten alive in a pool of sharks. In order to achieve what it is you want, you have to be willing to go as far as the next man. That’s just the way it is.”